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dc.contributor.authorChung, Doug
dc.contributor.authorKim, Byungyeon
dc.contributor.authorSyam, Niladri B.
dc.date.accessioned2021-06-04T11:58:10Z
dc.date.issued2020
dc.identifier.citationChung, Doug J., Byungyeon Kim, and Niladri B. Syam. "A Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?" Foundations and Trends® in Marketing 14, no. 1 (2020): 1–52.en_US
dc.identifier.issn1555-0753en_US
dc.identifier.urihttps://nrs.harvard.edu/URN-3:HUL.INSTREPOS:37367768*
dc.description.abstractPersonal selling represents one of the most important elements in the marketing mix, and appropriate management of the sales force is vital to achieving the organization’s objectives. Among the various instruments of sales management, compensation plays a pivotal role in motivating and incentivizing sales agents. This monograph reviews the evolution of research in sales compensation and discusses future trends and opportunities. Specifically, it examines the managerial relevance of the theoretical foundations, discussing the underlying reasons for their applicability (or lack thereof) in practice. Furthermore, the monograph surveys recent empirical methods—including field experiments and structural econometrics—that are practical for analyzing sales agents’ behavior under various compensation systems. It also discusses prominent areas of future research in the midst of a changing sales environment. In particular, this monograph sheds light on how the use of big data, machine learning, and artificial intelligence can affect sales strategy formulation and, thus, sales compensation systems to better motivate and incentivize an organization’s sales force.en_US
dc.language.isoen_USen_US
dc.publisherNow Publishersen_US
dc.relation.isversionofhttps://www.nowpublishers.com/article/Details/MKT-063en_US
dash.licenseOAP
dc.subjectMarketingen_US
dc.subjectEconomics and Econometricsen_US
dc.titleA Practical Approach to Sales Compensation: What Do We Know Now? What Should We Know in the Future?en_US
dc.typeJournal Articleen_US
dc.description.versionAccepted Manuscripten_US
dc.relation.journalFoundations and Trends® in Marketingen_US
dc.date.available2021-06-04T11:58:10Z
dc.identifier.doi10.1561/1700000063
dash.source.volume14en_US
dash.source.page1-52en_US
dash.source.issue1en_US
dash.contributor.affiliatedChung, Doug


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